About This Project
Summary
As the world's largest secondhand marketplace, eBay needed to reposition itself as the ultimate, sustainable alternative to fast fashion. Fashion shows have always been about what's new. eBay flipped that notion on its head, creating the most talk-worthy runway shows with pre-loved fashion. With Endless Runway, models dressed in designer pieces walked a circular runway, in a nod to the cyclical nature of fashion. Shows were streamed on eBay Live for fashion enthusiasts to shop in real-time.
Goals & Objectives
--Increase awareness in sustainable shopping by buying second hand fashion --Drive sales of pre-loved fashion on eBay --Raise consideration for eBay as a platform for responsible consumption and as a place to buy pre-loved fashion
Results & Impact
--11% increase in pre-loved fashion sales YoY --4.1B earned impressions from 65 placements including Vogue, The Guardian, and the BBC --200% increase in “pre-loved” social conversation compared to Fashion Week 2023 --75% of consumers now consider eBay a top place to shop for pre-loved fashion
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